Romon brings its XLMS brand to 2010CHIC for the first time
On March 28, 2010, the China International Clothing & Accessories Expo (CHIC) kicked off at the Beijing New International Exhibition Center. Lomond Group, a renowned menswear company, made its debut alongside its stylish casual brand, XLMS (Xingmei Lion), showcasing the unique charm of its "Curse" cultural identity.
The XLMS booth spanned 160 square meters, with equal areas dedicated to clothing displays and business negotiations. Over 80 square meters were used to showcase more than 100 sets of upcoming seasonal collections. From its inception, XLMS has embraced two core themes: “Following Elegance†and “Non-motion Conjecture.†This was its first time participating in CHIC, and it successfully blended elegance, style, and sportiness to create a compelling brand image.
The exhibition design featured a bold concept called “diagonal fun.†A five-meter-wide concrete wall was cut diagonally into a triangle, challenging traditional architectural norms of level and verticality. The interplay between openness and deviation, as well as the dynamic relationship between lines, surfaces, and three-dimensional space, added a unique visual appeal. The layout was divided into three distinct zones: snooker, equestrian, and otaku. While the first two reflect traditional gentlemanly activities, the third highlights the growing trend among young people, reflecting a modern lifestyle that blends comfort and individuality.
Inside the booth, the atmosphere was relaxed and youthful. Black velvet helmets, red and gray mismatched shirts, stylish breeches, and riding boots evoked the golden era of British aristocracy. Snooker cues and other equipment brought back memories of legends like Joe Davis and Steve Davis, while the mix-and-match style of young people reminded visitors of the rise of internet culture. XLMS has always championed classical and high fashion, combining British elegance with modern flair.
Founded in 1966 in the UK, XLMS has always pursued an independent and individualistic fashion path, incorporating elements from Japan and South Korea. Its bold designs and focus on sports-inspired fashion have helped redefine the image of British gentlemanly style. In 2009, Lomond Group, a leading Chinese garment company, signed an exclusive agreement with the UK-based XLMS brand, investing RMB100 million to establish Ningbo Xirimei Fashion Co., Ltd. This move integrated product development, production, branding, and marketing under one roof, marking a major step in expanding the brand’s presence in China.
In December 2009, the first XLMS flagship store opened in Ningbo Tianyi Square, and by now, there are 10 stores across Zhejiang Province. As a new player in the Chinese market, XLMS aims to use platforms like CHIC to boost brand awareness and expand its retail network. Its goal is to open 100 stores nationwide within the first year.
Model
T0706_HXB-2009114
Material
100%Polyester
Width
57/58"
Weight
100gsm
MOQ
1000 Meters
Use
Fashion Dress, Blouses,Skirts,Loungewear and Nightwear
Port
Shanghai/Ningbo
Conventional fabric, waterproof and moisture permeable fabric and sports polyester fabric
Shaoxing Yingcheng Textile Co.,Ltd , https://www.sxyingcheng.com